the cooling towers of power stations

Is it dishonest reporting or lazy or ignorant reporting? Whenever a news report on greenhouse warming and coal power stations is on, they show a picture of a cooling tower and condensing water coming out the top. That's all it is. Water vapour like you see in a cloud. It is dishonest to pass it off as smoke and yet that is the subliminal message the viewer is meant to get. Where is the smoke if all you can see is water vapour? Are the power stations not as dirty as the report want's the viewer to believe?